Browsing by Author "Machado, Ana Teresa"
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- Age 2.0: Motivations and Brand EngagementPublication . Miranda, Sandra; Machado, Ana Teresa; Antunes, Ana Cristina; Gama, AnaThe demographic winter that is widespread throughout Europe, along with the spread of network society, has brought to contemporary societies a striking new world of opportunity and challenge. The growing adherence of the senior population to Information and Communication Technologies, with a focus on digital social networks, is perceived as a positive sign of inclusion and digital literacy. In this context and given the potential of this segment as a marketing target, brands need to understand the interests, motivations, and profiles of these users to achieve greater interaction and proximity with this audience. Taking into account two countries, Portugal and Spain, the aim of this research is 1) to discuss the role of social networks in promoting active aging; 2) to understand the level of importance and how this senior segment interacts with the brands on social networks and 3) to compare the results among the two sociocultural realities. Methodologically, an exploratory qualitative investigation was carried out based on the realization of a Focus Group in which users of social networks residing in Spain and Portugal participated. Results point out that more than seeking and get information about brands, seniors navigate the social networks in search of affiliation, support, and socialization not only broadening their network of contacts in the virtual world but mainly by networking with their "acquaintances" to retrieve memories and strengthen bonds of friendship. As little research has been undertaken so far into the ways that older consumers are adopting or rejecting new digital technologies, this study contributes to the academic literature regarding this subject. Furthermore, for marketers, it is important to tailor their strategies and to convey appropriate messages as there is evidence that seniors have still to be pushed to join and use pages of brands on Facebook as a platform to interact with brands.
- Age 2.0: motivations and brand engagementPublication . Miranda, Sandra; Machado, Ana Teresa; Antunes, Ana Cristina; Gama, AnaThe demographic winter that is widespread throughout Europe, along with the spread of network society, has brought to contemporary societies a striking new world of opportunity and challenge. The increasing adhesion of seniors to the Information and Communication Technologies and, in particular, to digital social networks while being seen as a positive sign of inclusion and digital literacy, has led brands to embark on an accurate process of understanding the interests, motivations and profile of these users, as well as developing communication and interaction strategies according to their specificities. Drawn upon on a qualitative study through Focus Groups made up of senior Internet users and social networks and conducted in Portugal and Spain, the aim of this research is, on the one hand, to discuss the role of social networks in promoting active aging and their implications on relevant dimensions of the elderly's life, and on the other hand, to understand the level of importance and how this senior segment relates and interacts with the brands that populate social networks. Results point out that more than seeking and get information about brands, seniors navigate the social networks in search of affiliation, support and socialization not only broadening their network of contacts in the virtual world, but mainly by networking with their "acquaintances" with the goal of retrieving memories and strengthening bonds of friendship.
- Are Lisbon attractions smart looking for tourist perceptions?Publication . Rosário, João Ferreira do; Gustavo, Nuno; Batista, Manuel José Marques; Calisto, Maria de Lurdes; Machado, Ana TeresaSTRUCTURED ABSTRACT Purpose – This study intends to demonstrate tourists’ perception about Lisbon’s tourist attractions as smart. Theoretical framework – The technology Era is characterized by an increasingly global and heterogeneous tourism demand, who is more and more technology-oriented (Huang, Goo, Nam & Yoo, 2017; Xiang, 2018). Simultaneously, there is a growing implementation of new and intelligent functionalities, shifting the way tourism experiences are consumed, by emphasizing the interactive dimension on tourists’ experience (Li, Hu, Huang & Duan, 2017). This scenario underlies an opportunity for tourism innovation based on technological solutions. Design/methodology/approach – Questionnaires will be administrated to tourists visiting Lisbon. From a list of 28 items, mainly based on Wang, Li, Zhen and Zhang’s study (2016), it is intended to measure tourists’ preferences of smart tourism attractions. Participants will select the smartest attraction, evaluating its performance regarding the 28 items. Findings – It is intended to perform a factor analysis that will allow to extract the factors related with tourists’ preferences of smart tourism attractions. These results will sustain further analysis on comparing the importance attributed with the performance perceived. Research, Practical & Social implications – By demonstrating tourists’ preferences on smart tourist attractions and the gap perceived regarding Lisbon’s smart tourist attractions, this study allows for those who manage these attractions to meet demand’s expectations. Originality/value – Identifying Lisbon’s strengths and weaknesses as a smart tourism destination and provide future directions.
- The art of engagement: brands on social networksPublication . Antunes, Ana Cristina; Miranda, Sandra; Machado, Ana TeresaSince the presence of brands on social networking sites is now a constant in accordance with the relational paradigm, it is important to understand the impact of this presence in the relationship brand-consumer, in particular in engagement, the main objective of this study. Given the specific nature of social networks, brands have been using them as a way to get closer to the consumer, as part of their daily life and their social relations, seeking to be perceived as “friendly” brands and reinforce feelings of belonging and commitment. From the universe of brands, Cubanas was the brand selected, based on RankUPT, a statistics website aimed at the analysis of Facebook’s activity in Portugal that makes a daily measurement of homepages, based on the number of fans. A netnographic study was conducted, through a non-interventionist observational technique, added with a collection of qualitative behavioral data which took place between March and December 2015, and also considering the use of secondary data for the descriptive analysis of the brands in question. Metrics used for measuring engagement were the most commonly used in other studies (e.g., likes, sharing, commenting), along with the Malhotra, Malhotra and See (2013) criteria for the drivers of engagement. The results are discussed and the academic and business implications of the study are examined, in particular for branding and relationship marketing.
- Clinical nutrition in our hand: examining clinical dietitians perception, motives of use, and engagement with nutrition appsPublication . Miranda, Sandra; Antunes, Ana Cristina; Machado, Ana Teresa; Mendes, Lino; Cebola, MarisaNutrition mobile applications (apps) are becoming increasingly popular for a wide range of users. Their accessibility and availability has turned them into a source of information with a potentially relevant role in nutritional choices and decisions (Kao & Liebowitz, 2017). Despite a growing number of studies on attitudes, perceptions and behaviors related to nutrition apps, the literature is still scarce and provides an atomist and fragmented view on these subjects (Lieffers et al., 2018).
- Consumer engagement on facebook brand page: the multiplier effect of commentsPublication . Machado, Ana TeresaDriving consumer engagement in Facebook brand pages has been a key concern amongbrand managers. This research aims to demonstrate whereas comments on posts can have positive or negative impact on consumer engagement
- Consumer engagement: The amplifying effect of commentsPublication . Machado, Ana Teresa; Antunes, Ana Cristina; Miranda, SandraFacebook brand pages have become a major channel through which consumers are able to interact with brands in a direct way by liking, sharing and/or commenting on brands’ posts and messages. In fact, these liking, sharing and commenting functions of Facebook enable anyone to respond to a brand post easily. Thus, one brand post can receive thousands of comments from Facebook users interacting with the brand and other commenters, providing a platform for dialogue on social media from which it is easy to solicit information, gain feedback and better understand the consumer. Customers can increasingly integrate and act as co-creators and multipliers of brand messages and are now empowered to get in contact with each other, as well as engage and participate actively in brand communication on Facebook brand pages. These activities strengthen the bonds that consumers have with companies by turning them into engaged fans. It is vital for brands to understand this engagement to successfully develop their social media strategies, and thus achieve their desired outcomes. It is our purpose to address some of these issues. Brand fans can comment either positively, neutral, or negatively on brand posts and we postulate that the valence of comments have an impact on the Consumer Engagement with Facebook brand pages. For the purpose of our study we selected the Facebook pages of Cubanas, Paez, Havaianas and Fly London, four fashion brand shoes with high levels of awareness that ranked on the top position RankUPT, a statistics website aimed at the analysis and measurement of Facebook’s Pages in Portugal. Postings and respective data were collect automatically from the 1st of March 2015 until the 31st of December 2017. Results indicate that positive comments are predictors of sharing and commenting activities on Facebook brand pages while negative comments did not prove to be a statically valid antecedent of those variables. The academic and business implications of the study are examined, in particular for branding and relationship marketing.
- Examining brand post characteristics that drive Facebook consumer engagementPublication . Antunes, Ana Cristina; Miranda, Sandra; Machado, Ana TeresaThe development and increased use of social media by the consumers has brought new challenges for brands and marketeers. Relying on the relational paradigm and being aware of social media enormous potential to reach, to foster relationships and engage and to create bonds between brand and consumer, marketeers are increasingly using and considering them in their marketing strategy. In this context, social networking sites and, in particular, Facebook, are achieving an increasing relevance for marketeers to communicate and engage their target. Building on the Uses & Gratifications (U&G) theory and online consumer engagement research, our study analyzes the influence of marketing strategies related to Facebook post characteristics, such as post media and content type on fans response in terms of liking, sharing, and commenting brand posts, considered as online consumer engagement activities. For this purpose, the authors have collected and coded approximately 2800 posts sourced from the Facebook brand pages of four top selling fashion brands (Cubanas, Paez, Havaianas and Fly London), considering the period between 1st March 2015 until 31th December 2017. This research identifies differences across different consumer engagement activities. As such, informational, interactive and remunerational posts seem to have a positive effect on the several online consumer engagement activities examined, while vividness and entertainment yield mixed results. These findings and their implications are discussed in the context of branding and relationship marketing.
- Examining brand post characteristics that drive Facebook consumer engagementPublication . Antunes, Ana Cristina; Miranda, Sandra; Machado, Ana TeresaThe development and increased use of social media by the consumers has brought new challenges for brands and marketeers. Relying on the relational paradigm and being aware of social media enormous potential to reach, to foster relationships and engage and to create bonds between brand and consumer, marketeers are increasingly using and considering them in their marketing strategy. In this context, social networking sites and, in particular, Facebook, are achieving an increasing relevance for marketeers to communicate and engage their target. Building on the Uses & Gratifications (U&G) theory and online consumer engagement research, our study analyzes the influence of marketing strategies related to Facebook post characteristics, such as post media and content type on fans response in terms of liking, sharing, and commenting brand posts, considered as online consumer engagement activities. For this purpose, the authors have collected and coded approximately 2800 posts sourced from the Facebook brand pages of four top selling fashion brands (Cubanas, Paez, Havaianas and Fly London), considering the period between 1st March 2015 until 31th December 2017. This research identifies differences across different consumer engagement activities. As such, informational, interactive and remunerational posts seem to have a positive effect on the several online consumer engagement activities examined, while vividness and entertainment yield mixed results. These findings and their implications are discussed in the context of branding and relationship marketing.
- How smart are tourist attractions? the case of the city of LisbonPublication . Gustavo, Nuno; Machado, Ana Teresa; Ferreira do Rosário, João; Calisto, Maria de Lurdes; Batista, Manuel José MarquesIn the era of technological "acceleration", marked by an increasingly global and heterogeneous tourist demand, namely its relationship with technology and the adoption of smartphone technology, there is a growing implementation of new functionalities and intelligent functionalities during the consumption of a tourist experience (Huang, Goo, Nam & Yoo, 2017; Xiang, 2018). In fact, we are facing a scenario of changes in which the "new tourist", experienced and autonomous, seeks new genuine and authentic concepts of product, customizable, online, timely and with new levels of interaction and information (Kandampully, Bilgihan, Zhang, 2016). On the other hand, the supply side, looking not only develop technology-based solutions that provide this value, in particular by sharing strategies and co-creation, but also understand, analyze and anticipate the consumer and their needs (big data and analytics) (Buhalis, & Lunge, 2018). In this new context of intelligent tourism ecosystem, this study focus on tourist attractions. Compared to conventional ones, smart attractions include co-ordination processes, well-connected services with in-depth information content, diversified and customized products, best value for money, social and technological engagement, efficient communication and management, as well as various smart tourism services (Boztas, & Hadwick, 2019). The main goal of this research is to realize the extent to which tourist attractions have adopted intelligent technologies and how they are perceived on the supply side, by the respective managers and the demand side, by tourists. Methodologically, the study is restricted to the city of Lisbon based on a set of tourist attractions of various categories which will be subsequently evaluated on key factors duly identified in the literature. At the end, it is expected to evaluate the "smart" performance of the tourist attractions of the city of Lisbon from the point of view of managers and tourists and to diagnose the respective strengths / weaknesses.